15 seconds when speaking. 100 words when writing. Great communicators know that they must get their ideas across quickly. They often use one sentence sound bites and memorable word pictures. They craft their messages to make sure other people remember and are able to repeat what they said. If you have an important message to share, then you must do the same. If you want to build a strong brand, the same rules apply. The message must be tight, specific, and memorable. Never ramble. Here’s a few good guidelines. A good sentence never has more than 17 words. A good paragraph never has more than 3 sentences. A good idea never has more than 2 paragraphs.